Rebranding: Concepts, Cases and Applications

Nowadays, we are living in the epoch of globalization where companies are free to move anywhere across the globe. Competition has become an inevitable part of our life. At the same time, customers’ needs and preferences are changing endlessly and companies are expected to deliver enhanced value to their customers that should be striking, faster and at lower price; otherwise customers can usually find someone else who will do the same. Modern marketers understand very well that the unique brand image can offer sustainable competitive advantage to companies over their competitors operating in the same market with similar products and services. With this backdrop, rebranding has emerged as one of the strong marketing tools that believe in changing corporate identity, logo, punchline and advertising in order to give a fresh image to the companies. The first section of the book is committed to elucidating the concept of rebranding, reasons for rebranding, various mistakes marketers commit at the time of rebranding their companies. Finally, it offers a conceptual framework to help companies make their rebranding victorious. The second section of the book is intended to facilitate the understanding of readers on various issues viz. what, when, why and how of effective rebranding through discussing contemporary applications and cases. This section also highlights as to how companies are rebranding themselves to build and maintain strong and unique brands in order to occupy a specific place in the minds of the stakeholders.